January 31 – National Women’s Soccer League’s North Carolina Courage is moving its back of shirt sponsor Merz Aesthetics to the front of the club’s shirt in a deal starting with the upcoming season that kicks off in March.
January 27 – Mastercard has renewed its sponsorship of Conmebol’s Copa Libertadores through to 2026 with the addition of the confederation’s women’s club competition – Libertadores Feminina – to the agreement.
January 26 – Beer brand Carling has rejoined the English FA as the official beer partner for the Emirates FA Cup and Vitality Women’s FA Cup, starting this weekend with the fourth round of both competitions.
January 25 – Another premium sponsorship asset in Brazil has been picked up by an online bookmaker. EstrelaBet have become a main sponsor of the Mineiro state championship – Campeonato Mineiro.
January 25 – A proposed ban on all gambling advertising has drawn an angry reaction from the Bulgaria Football Union (BFU) and top tier clubs in the country, saying there is absolutely no support for any regulation.
January 24 – MLS side Seattle Sounders, winners of the Concacaf Champions League last season, have agreed a new sponsorship with western-US based health provider Providence.
January 22 – Tourism Malawi has become the third main sponsor of Spanish club CD Leganes, alongside Blue Crow and Rainbow.
January 22 – LAFC’s Banc of California stadium in Los Angeles is changing its name following a $100 million deal with the Bank of Montreal (BMO). It is the largest stadium naming rights deal in MLS.
January 23 – The Chilean First Division kicked off its new season this weekend with online bookmaker Betsson as the league’s title sponsor.
January 20 – Online bookmaker Betano has added the naming rights to the Brazilian Supercopa to the naming rights it secured in December to the Copa do Brasil.
January 19 – Betting sponsorship of football in the barely regulated markets of South America is continuing to expand with Betsson announcing it is extending its partnership with the Peruvian Football Federation (FPF) for four years.
January 18 – MLS club Houston Dynamo have unveiled a new stadium naming rights deal ahead of the start of the 2023 MLS season.
January 12 – The expected replacement of Aston Villa’s shirt sponsorship by online bookmaker BK8 has provoked an immediate backlash.
January 12 – Dutch beer-brand Amstel have extended their official beer partnership with Conmebol, sponsoring the Copa Libertadores until 2026 as well as adding the women’s version of the competition.
January 9 – T-Mobile US has become an official sponsor of Liga MX in the US in a deal brokered by Spanish-language media giant TelevisaUnivision which will also see the telecoms operator broadcast live matches under its Metro by T-Mobile brand.